New look for California prunes

California Prunes has announced a new brand and logo which they say represents the best of what the state has to offer in terms of growing prunes.

“The world comes to California for prunes, and we take that seriously,” said Donn Zea, Executive Director, California Prune Board. “California is the most reliable and consistent source in the industry for quality, size, and taste.”

The Board is aiming for a premium look that will also present the benefits of eating prunes to customers. They have also come up with the following tagline: Prunes. For life. which it says signifies that California Prunes are good for your life, at every stage of your life.

“It moves prunes away from an occasional food choice to a daily pleasure. This is ideal since California Prunes are good for your gut, heart and bones,” said Zea.

He explains that consumers care more than ever about their food and the time is right to promote California Prunes in a fresh way.

“Gut health has gained more interest and relevance, and clinical trials suggest that eating five or six prunes a day may support healthy bones,” said Zea. “In addition to the nutritional benefits, market research has shown that the only thing holding people back from eating more prunes isn’t negative perceptions, but rather the simple need for more top-of-mind awareness.”

Driving growth worldwide
“For more than three decades, we have opened markets globally for California Prunes, and we continue to do so today,” said Zea. “California has invested in premium growing processes and quality control along with nutrition and crop research, all while being committed to sustainable agriculture and ethical labor practices.”

“When it comes to prunes, California delivers. California Prunes have earned a premium reputation in global markets,” said Zea. “The message of our new brand is clear: Choose California for prunes.”

Joe Turkovich, Chairman of the California Prune Board and California Prune grower from Winters, Calif., also said the new brand represents the qualities of California Prunes.

“California’s lush valleys, ancient soils, and endless sun are ideal for growing a delectable-tasting fruit that is like none other,” said Turkovich. “California Prunes are handcrafted with care to ensure each piece of fruit is harvested at its peak for optimal size, exceptional texture, and a signature sweetness.”

“They are fresh and sweet with a rich, smooth mouthfeel that is reliably consistent,” he added. “We are eager to encourage everyone to enjoy California Prunes today and every day.”

Exported around the world
California Prunes are delivered into more than 60 countries around the world. The new brand will be integrated extensively into markets including the United States, Canada, the European Union, Japan, China, and South Korea.

For more information:
Victoria Kukla
Ph: +44 (020) 7378 1754

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